TapTechNews on June 28, a report titled 'Blue Book on Internet Empowering Digital Consumption Development' was released by the China Internet Network Information Center (CNNIC). Currently, the number of online shopping users in China has exceeded 900 million, and the number of users who have purchased domestic 'trendy products' and green products has reached 530 million and 230 million respectively.
According to TapTechNews from the 'Blue Book', among online shoppers, the proportion of users who have bought domestic 'trendy products' is nearly 60%, and 66.5% of domestic 'trendy product' users believe that the quality of domestic products is no worse than that of foreign brands. During the '618' period, among the top ten brands in online retail sales, domestic brands accounted for 6 seats, and the sales of 'new Chinese style' related products increased significantly.
Data shows that 25% of online shoppers have purchased green and energy-saving products in the past six months. New energy vehicles have become an important growth engine, and China's production and sales of new energy vehicles have ranked first globally for nine consecutive years. The demand for healthy consumption is constantly emerging, and the proportion of users who have purchased health and wellness products among online shoppers is 26.1%. The intelligent trend of home appliance products is obvious, and the proportion of users who have purchased smart home products among online shoppers is 25%.
The 'Blue Book' shows:
The post-90s and post-00s are the main force of digital consumption. The usage rate of online shopping among the post-90s and post-00s is 95.1% and 88.5% respectively. They are more active in areas such as personalized consumption, domestic consumption, and smart consumption, and they are the most important digital consumption groups with the richest consumption demands.
The silver-haired group is the growth pole of digital consumption. The usage rate of online shopping among the 60+ silver-haired netizens in China is 69.8%. The silver-haired group is prominent in health care and cultural travel consumption, and the trend of healthy and enjoyable consumption upgrading is obvious.
Females are an important group in digital consumption. Data shows that the usage rate of online shopping among females is 85.4%, and their consumption in categories such as beauty care, clothing, and gold and silver jewelry is more prominent, and the online shopping ratio is 27.9%, 8.1% and 2.8% higher than that of males respectively.
Rural netizens are potential forces in digital consumption. The online consumption ability of rural netizens is continuously strengthened, and the online shopping ratio reaches 76.7%; rural netizens are more keen to shop on short-video platforms, and the usage ratio is 1.2 percentage points higher than that of urban netizens.